February 2017

CONTINUALLY EVOLVING

CSBA has spent the past 20 years working with some of the best service providers in the country to measure, understand and improve customer service. Having gained a good indication and measure of client service, now what we are seeking to do is richer and deeper. We are seeking to identify and measure the factors that lead to client advocacy – the point at which the client advocates for your brand.

We have developed a new methodology that can identify the agent behaviours that lead to increased customer advocacy, we call this Customer Experience Insight or CXI. We will use CXI to drive all our CX measures, including Mystery Shopping. This means that unlike other mystery shopping tools, CSBA Mystery Shopping:

Is truly multi-channel with a first in market Social Media assessment

Is action oriented – it provides measures but also clear insights into how to improve against those measures

Has a custom index that reflects contemporary CX best practice combination of Ease, Success and Engagement, and

Will allow you to conduct spot or rolling programs of assessment when it suits you.

So, in our 20th year of business CSBA continues to evolve and our services evolve with us. This year we are launching a new product that can identify, measure and improve the agent behaviours that improve engagement.

If you would like to be among the first to have a sneak peek at the new product, please click here

Staff driving change in VicRoads Customer Service

CSBA were delighted to be able to host a group of clients to tour and experience the new VicRoads Customer Service Centre hub@exhibition. Designed and driven by customer service staff, the new service centre sets the standard in customer focused design. VicRoads used customer feedback to redefine the customer service roles, induction programs, uniforms, processes and the actual customer service centre itself. The result is a new state of the art centre capable of serving the increasing number of VicRoads customers able to access services through the new central CBD location.

“Having conducted a range of customer service feedback over the years, we felt we finally had enough input to really redesign every aspect of customer service and the results have been very positive”, says Michael Coughlan, Area Manager from VicRoads. “Our goal was to make a connection, make it easy and make a difference and this first hub will do just that”.

“We have worked with VicRoads for more than 3 years providing them with insights based on the feedback from their clients. It is great to see these insights put to such great use in totally redesigning the customer experience” said CSBA MD Paul van Veenendaal. “This is what real feedback and research is all about, not just numbers but being able to make a real difference to customer service.”

JOURNEY MAPPING

Do you see your organisation through your customers' eyes?

Most organisations have particular processes which tend to generate higher numbers of complaints, or where significant rework is created by customers calling in to check on progress or ask for updates on their situation. Knowing what to change to have the maximum impact on both business efficiency and customer satisfaction can be challenging if you don’t have a clear picture of the experience from the customer’s point of view.Customer Journey Mapping can help you if:

You have gaps in your understanding of the experience that your customers are undergoing

You are willing to take a fresh look at managing the customer experience

You would like to decrease the volume of rework and complaints generated by customers with a particular process

DIGITAL CUSTOMER CARE ON THE RISE

With the rise and rise of Live chat, direct messaging and social media platforms as sales and service engagement channels, businesses have even more ways to impact customer experience. When seeking to assess and improve customer experience, businesses need to ensure their reviews extend to these new platforms.

Here is a very helpful link from the team at Social Media Examiner - they’ve shared a few ideas for how to get started with Twitter as a service platform – importantly they’ve described a “hack” for getting around the service challenges of 140 characters!

As mentioned above, CSBA’s CX and Innovation teams have been developing new tools that can detect the presence and quality of emotional exchange or investment by service agents (or BOTS). Our tools help identify Agents who can infuse empathy, humour, generosity or even a co-conspirator flavour to an interaction – all of which are known to drive up the sense of personalisation and amplify positive customer experience sentiment.

For a fascinating look at where the science is heading with the use of humour in robots, here is a great read from Fusion.

The good news is CSBA can help assess the service experience across all channels. Click here if you’re grappling with Customer Service challenges on digital care platforms and want to speak to our CX team.

CSBA INDEX
QUARTER 2, 2016-17

TOP CUSTOMER SERVICE PERFORMERS

1.

GWM Water

2.

AAMI

3.

Strathbogie Shire Council

4.

Town Mosman Park

5.

Hobart City Council

6.

City of Yarra
Eurobodalla Shire Council

8.

University of Western Australia
Coliban Water

10.

Link Housing
Townsville City Council

TOP CUSTOMER SERVICE PERFORMERS BY INDUSTRY

1.

Automotive

Nissan

2.

Banks - General

ING Direct

3.

Banks - Loans

NAB
Home Loans

4.

Energy

ActewAGL

5.

Housing Services

Link Housing

6.

Insurance

AAMI

7.

Local Government

Strathbogie Shire Council

8.

Superannuation

Colonial First State First Choice Superannuation Trust

9.

TAFE

Chisolm

10.

Telecommunications

Virgin Mobile

11.

Tenancy Authority

NSW Fair Trading Tenancies

12.

University

University of Western Australia

13.

Water

GWM Water

If you are assessing or reviewing your customer service to monitor and improve performance, CSBA's quarterly customer service benchmarking assessment can provide an independent validation of your internal assessment of the customer experience as well as benchmarking you against others. It generates specific, objective feedback you can use to reward and reinforce great performance as well as practical insights you can implement to improve the customer experience. Enrolments for the next quarter are open now so if your team could your team benefit from external feedback, contact CSBA to find out.